The Marketing Customer Interface, 2001-2002
'The Marketing Customer Interface 2001-2002' is a specifically tailored coursebook for students undertaking the Marketing Customer Interface module of the CIM Advanced Certificate.
Butterworth-Heinemann have worked closely with the Education Division of the CIM to ensure that all aspects of the text are up-to-date and correspond to the CIM's requirements, making this title the definitive companion to this year's course. Its comprehensive content and user-friendly text layout are designed to facilitate learning, with questions, activities, definitions and study tips to support the theory, while the structured study units link the information directly to the CIM syllabus.
The new edition of this text contains:
· a firmly international perspective
· new material to cover e-marketing issues
· new and up to date examples and case studies to illustrate the theory
· additional text references and website references
· preparatory aids for the final exam, including the most recent exam papers, examiners' marking schemes and specimen answers
Comprehensive yet uniquely accessible, it provides essential support for anyone undertaking a CIM course.
completely revised and updated to fit in with CIM Marketing Customer Interface syllabus
officially endorsed by the CIM
approved by the CIM Chief Examiner
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Market segmentation classifying customers
The individual the group and the organization as customer
Modelling customer behaviour attitudes and dynamics
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achieve Activity analysis answer areas attitudes balanced scorecard behaviour brand buying communication competences competitive competitors consumer costs create culture customer focus customer satisfaction customer service cycle decision e-commerce effect employees empowerment ensure environment environmental evaluation example expectations external factors feedback feel Figure global ideas identify important improvement increase individual industry influence innovation internal interviews involved Kaizen learning market research market segmentation marketing mix Marks & Spencer mass customization measure methods motivation objectives one-to-one marketing opportunities organization organizational performance person positive potential problems product/service profitability psychographic purchase questions relationship marketing response role Sainsbury's service level agreements skills social social class specific staff strategy structure suppliers survey target techniques Tesco tion understanding users value chain variables XYZ lnstruments